ebay易趣与淘宝网电子商务模式的比较研究

发布时间：2018-12-20 05:56

【摘要】：随着中国计算机技术的快速发展和市场经济进程的加快,网络营销已经成为中国企业营销不可分割的重要组成部分。虽然中国网上交易已经快速发展壮大起来,网络营销在中国的发展前景乐观,但目前其发展还不够完善和成熟。相比于美国等发达国家,中国的网络营销还存在一些亟需解决的问题。诸如网络支付安全问题、物流配送问题、诚信问题、虚假问题、网络营销法律法规不完善等问题。淘宝是以东方文化为背景的公司,而易趣是以西方文化为背景的公司。这种基本属性的不同带来的是竞争形式和竞争结果的不同。也是他们代表两种商业文化的较量。在中国,有很多网站从事这C2C电子商务,但是,有一定影响力的C2C电子商务网站很少。从严格意义上讲,这样具有影响力的电子商务网站仅仅有两个,一个是由阿里巴巴集团成立的淘宝网站,另外一个是美国收购了本地网站易趣的ebay网。对于ebay易趣来说,由于它没有任何改变地引入了ebay的海外盈利模式,其中包括网上支付、交易模式、收费模式以及服务模式等,导致它没有在中国取得成功,一直输给淘宝。相反,淘宝网能够在建立的短短几年时间之内,就超越了ebay易趣,坐上了中国C2C电子商务网站的第一位,是值得令人深思的。从现阶段的交易情况看,淘宝网的加以额远远超出了易趣,从成立到至今为止一直是中国C2C电子商务市场的领跑者。2011年,淘宝网站的交易额超过了4850亿元,占中国C2C市场总交易额的80%。这一数据甚至超过了华润万家、沃尔玛、家乐福、物美集团等知名零售商。然而,在C2C电子商务快速发展的时代,笔者不得不指出淘宝网以及ebay易趣在选择盈利手段等电子商务模式存在的诸多问题。为了改善ebay易趣的目前发展状况以及促进淘宝网的进一步发展,笔者基于对易趣与淘宝网发展历史和现状的探讨,通过盈利模式、服务模式、信息流模式、网页浏览状态、客户的竞争、支付服务方面的竞争、伙伴关系竞争以及假冒伪劣商品等多个角度对二者的电子商务模式进行了比较分析。
[Abstract]:With the rapid development of Chinese computer technology and the accelerated process of market economy, network marketing has become an inseparable and important part of Chinese enterprise marketing. Although China's online trading has grown rapidly and the prospects of online marketing in China are optimistic, its development is not perfect and mature at present. Compared with the developed countries such as the United States, there are still some problems that need to be solved in China's network marketing. Such as network payment security, logistics distribution, integrity, false, network marketing laws and regulations are not perfect and so on. Taobao is a company with the background of oriental culture, and eBay with a background of western culture. This kind of basic attribute brings about different competition form and competition result. They also represent the two kinds of business culture contest. In China, there are many sites engaged in this C-C e-commerce, but there are a certain number of C2C e-commerce sites. Strictly speaking, only two of these influential e-commerce sites are Taobao, set up by Alibaba Group, and ebay, a local site that the United States has acquired. For ebay eBay, it failed to succeed in China, losing out to Taobao because it introduced ebay's overseas earnings model without any change, including online payments, trading, fees and services. On the contrary, Taobao can be established in a few years, beyond ebay eBay, sitting on China's C2C e-commerce site first, is worth thinking about. Judging from the current trading situation, Taobao has been a leader in China's C2C e-commerce market since its inception until now. In 2011, the transaction volume of Taobao's website exceeded 485 billion yuan. It accounts for 80% of the total trade volume of China's C2C market. This figure even surpassed China Resources million, Wal-Mart, Carrefour, Wumart Group and other well-known retailers. However, in the era of rapid development of C2C e-commerce, the author has to point out that Taobao and ebay eBay in the choice of profit means and other e-commerce mode of many problems. In order to improve the current development of ebay eBay and promote the further development of Taobao, the author based on the eBay and Taobao development history and current situation, through the profit model, service mode, information flow model, web browsing status, The competition of customers, the competition of payment service, the competition of partnership and the fake and inferior goods are compared and analyzed in this paper.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6

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